As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.
Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.
Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.
Despite widespread panic over privacy concerns, a new infographic from GlobalWebIndex shows that the adoption of Facebook Messenger continues to grow in many countries. This may be somewhat unsurprising, given that Facebook has unbundled messaging from the main app and pushed that feature into its Messenger app.
GlobalWebIndex notes that Facebook Messenger is now the world’s second-most-popular messaging app, behind another Facebook entity — WhatsApp. In the U.K., the percentage of mobile users with Facebook Messenger rose from 27 percent at the end of 2013 to 40 percent midway through 2014.
Here’s a look at Facebook Messenger’s top markets internationally, ranked by the share of mobile audience.
Recently at the Kenshoo K8 Summit in Sausalito, Calif. (just north of San Francisco), Facebook’s Advertising Research Manager of Marketing Science, Rob Creekmore, talked to attendees about the ways brands are using intent-driven search data in concert with Facebook’s advertising offerings.
Creekmore cited studies during his presentation, such as the finding in a June Kenshoo study that there was a 19 percent lift in paid search conversions when partnered with Facebook ad spend. Another study noted that partnering Facebook ads with paid search media leads to a 30 percent higher return on ad spend. There’s a growing harmony between search and Facebook, and Creekmore took the time to talk about this evolving relationship with Inside Facebook.
Inside Facebook: What are some of the most exciting ways search and Facebook are coming together?
Rob Creekmore: I think we’ve seen some of it in the research we’ve presented today. It’s an opportunity to understand consumer behavior on a deeper level and how consumers are crossing channels and crossing devices seamlessly. The research that we’ve done to date has focused on the cross-channel aspect, particularly on how Facebook makes search work harder. Kenshoo has more recently come out with an amazing product that uses search intent data — the IDA (Intent-Driven Audiences) product — to make Facebook work harder. So I think there’s more opportunity to do more research there.
Ever wish that embarrassing Facebook post you made would just disappear? Soon, you might be able to do that, as Facebook is trying to bring the Snapchat-like timebomb messaging aspect into the News Feed.
According to The Next Web, Facebook is testing a “disappearing post” feature with select iOS app users that allows them to post something and then choose a time when that post will expire.
Users can pick 1 hour, 3 hours, 6 hours, 12 hours, 24 hours, 2 days or 7 days.
Facebook confirmed this test in a statement:
We’re running a small pilot of a feature on Facebook for iOS that lets people schedule deletion of their posts in advance.
The Next Web notes that even though the post may be deleted from a user’s timeline, it can take up to 90 days to completely disappear from Facebook’s servers.
Facebook and Google are in an arms race, but this time not over active user counts. Both tech giants are making big moves in the deep linking world, allowing users to go straight from one app to another. For instance, when a user clicks on an ad from Hotels.com within their Facebook News Feed, they’re led into the Hotels.com app (if they’ve got it installed) instead of a mobile browser. This process is done through a platform Facebook announced earlier this year at f8, App Links.
For Facebook, this makes mobile advertising much more valuable, as app developers don’t have to worry about a sub-standard experience when a person is led to the mobile browser site. For Google, it’s a way to evolve to meet the growing demand on mobile and bring Android to the forefront.
URX, a deep linking search engine for developers, supports both Facebook’s App Links and Google’s deep linking. URX has been one of the early and major players in the deep linking community and recently announced that it is building the first mobile app search API. We talked with URX Head of Marketing Mike Fyall to learn how Facebook and Google are competing within this space.
A new report by Facebook Strategic Preferred Marketing Developer Adobe shows that people may be moving away from Facebook’s public content sharing methods in favor of more private methods, such as messaging.
Adobe’s latest Mobile Benchmark Report shows that, among digital magazine publishers, Facebook sharing on mobile is down 42.6 percent year over year, while sharing via iMessage has risen 259 percent. Sharing through Pinterest rose 131 percent in that time period.
Tamara Gaffney, Principal Analyst for Adobe Digital Index, talked with Inside Facebook about how people seem to be preferring more private methods of sharing via mobile than Facebook:
Facebook, to a certain degree, is a victim of its own success. We have so many friends from all walks of life in it. The fact that all of the interactions going on between mobile devices and Facebook are having problems with getting smaller sets out this big thing that Facebook has become is likely to create a dampening on the amount of sharing. If you’re a media company, that’s a problem. All that sharing is how you get traffic. You want sharing to happen on Facebook because Facebook is broader and you’re more likely to get more people clicking through an article.
Even as the cost of Facebook advertising rises, is the social network’s offering the most efficient for marketers? According to a new study by Neustar, Facebook advertising in Q2 beat out other avenues (network, portal and exchange) in terms of reach efficiency and average cost.
Neustar’s study shows that Facebook’s cost efficiency in Q2 indexed 70 percent cheaper than the industry average. It was also the only channel that out-performed the indexed average for reach efficiency, beating ad portals by 286 percent.
Two of the major reasons for Facebook advertising’s popularity? Mobile and video. Rob Gatto, Neustar’s Senior Vice President of Media and Advertising, feels that we’ve only started to see video’s potential:
One interesting thing I see in video is that most advertisers are content to buy it simply with age and gender as an overlay. After all, that’s typical of how you buy television.
But in the digital world, you can buy video with a far deeper level of audience, attribution and behavior. Advertisers aren’t yet taking advantage of that.
There are all sorts of opportunities for sequential messaging with video: creative that moves a customer along at different touchpoints, aligned to the buyer journey. We already do a lot of these things in the display world, but haven’t yet duplicated them into video.
Facebook is addressing the fear associated with its Messenger application. Some mobile users are seeing a prompt atop News Feed, titled Messenger: Myths vs. Facts, according to a story in TheNextWeb.
Much of the unease over Facebook’s Messenger app — which is now the only way, other than mobile browser, that Facebook users can check and respond to messages — comes from a fear-mongering Huffington Post article and a story from a radio station, both of which have been widely circulated around the social network.
Facebook is now answering these rumors. When a user who sees the prompt taps “Learn More,” it leads them to a post explaining the truths about Facebook Messenger and privacy.
Facebook on Wednesday introduced a new way to target ads: based on bandwidth connection. This will help advertisers reach users whose mobile connection may not be best for video ads or other data-hungry methods.
This new feature allows advertisers to target based on mobile connection: 2G, 3G or 4G.
Facebook Product Marketing Manager Brendan Sullivan announced this in a blog post:
Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked. Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them.
Instagram announced Tuesday another standalone app — Hyperlapse. Through Hyperlapse, which is currently only available on iOS, users can create high-quality time lapse videos.
The app includes a stabilizer which allows users to create time lapse videos, even while they’re in motion. Smartphone cinematographers can then choose a playback speed between 1x and 12x, and share the video to Instagram or Facebook. You don’t need a Facebook or Instagram account to use the app.
Hyperlapse requires iOS version 7.0 or later, and is optimized for the iPhone 5.